The article analyzes the impact of personalization algorithms on consumer behavior in social commerce. The study explores modern trends in the use of personalized recommendations, their role in increasing user engagement, building trust in brands, and stimulating repeat purchases. The growing influence of social networks on consumer decision-making is examined, emphasizing the importance of algorithm-driven content curation. Key risks associated with excessive personalization are identified, including filter bubbles, manipulative marketing practices, and digital surveillance concerns. The research also outlines demographic and behavioral factors that affect the effectiveness of personalized content, considering aspects such as age, gender, and socio-economic status. Furthermore, the study highlights the dual nature of personalization: while it enhances user experience and improves marketing efficiency, it may also lead to the restriction of informational diversity and create ethical concerns regarding data privacy. The balance between targeted advertising and user autonomy is discussed, with a focus on transparency and responsible data handling. Special attention is given to the role of artificial intelligence and machine learning in optimizing recommendation systems, ensuring relevance while minimizing negative consequences for users. Additionally, the paper examines the psychological aspects of consumer perception of personalized content and how repeated exposure to highly customized advertisements can impact purchasing decisions and brand loyalty. The paper presents practical recommendations for businesses on the ethical implementation of personalization algorithms, ensuring compliance with privacy regulations and consumer rights. It also proposes strategies for maintaining a balance between content customization and diversity to prevent excessive information filtering. The findings of this study contribute to the development of responsible and effective marketing strategies in digital commerce, offering valuable insights for marketers, digital platform developers, e-commerce professionals, and researchers in the field of digital marketing. Moreover, the research underscores the need for businesses to continuously assess and adapt their personalization strategies to align with evolving consumer expectations, regulatory frameworks, and technological advancements

алгоритми рекомендацій

соціальна комерція

споживча поведінка

цифровий маркетинг,

штучний інтелект

маніпулятивні практики